Abstract:Virtual Reality (VR) interfaces to e-commerce sites have recently begun to appear on the Internet, promising to make the e-shopping experience more natural, attractive, and fun for customers. Adaptivity is an important issue for these VR applications, because it would make them suitable for the 1-to-1 ecommerce strategies towards which sellers are increasingly driven. It is thus surprising that the introduction of adaptive features in VR stores remains a completely unexplored issue. This paper begins to face the problem, presenting and discussing ADVIRT, a first prototype of an adaptive VR store. In ADVIRT, a set of personalization rules exploits a model of the customer to adapt features of the VR store such as: (i) the display of different products in the store (e.g., shelf space, display spots, banners, audio advertising), (ii) the navigation aids available to the customer, (iii) the store layout, organization, and look.